IAB has tapped Scott Rogowsky, formerly with HQ Trivia, to host live morning and afternoon shows during this year's virtual NewFronts event, which kicks off June 22. He'll be joined by daily co-hosts, including Bon Appetit Test Kitchen's Clair Saffitz, Cheddar business anchor Nora Ali, and Marketplace Tech host and senior editor Molly Wood. IAB President David Cohen said, "We're really trying to push the envelope in terms of innovation and engagement, and since the virtual event space is being workshopped in real life in real time, we really want to be the tip of the spear to try some new stuff."
Research from IAB indicate that marketers boosted digital ad budgets during the first quarter, while CPMs dropped 16% across the board. Wayne Friedman writes that, because connected TV CPMs dropped only 6%, CTV is making modest gains due to increased streaming among sheltering individuals and he predicts the trend will continue "at the expense of other lesser-premium digital media platforms."
ViacomCBS Entertainment & Youth Group and MTV networks aired a Black Lives Matter spot lasting eight minutes and forty-six seconds, in reference to the death of George Floyd, which simply features the words "I Can't Breathe" and the sound of breathing. The spot urges viewers to join Color of Change and demand action from public officials, and ran across Comedy Central, MTV, Pop, CMT and Logo, VH1, Paramount Net, TV Land, CBS Sports, BET and Nickelodeon.
Voice technology is becoming more appealing to today's marketers in the wake of increased smart speaker ownership and a new aversion to touch screens amid the coronavirus and industry experts predict it could replace help buttons, assist with inventory location and enhance app engagement, writes Adrianne Pasquarelli. Other executives say privacy issues still need to be resolved and Capgemini Invent's Shannon Warner says voice technology will be adapted on a broader scale "once we realize it creates seamlessness and improved experiences."
Pinterest is expanding on its e-commerce services by rolling out a Shop tab within the Lens camera search results to enables users to upload desired product photos and then see a feed of similar in-stock products. Users can then click a product image to purchase it directly from a retailer checkout page. Pinterest says it has boosted the accuracy of fashion product matching by 50% during the past year and that nearly three times the number of visual searches are being conducted on the platform with the camera compared with 2019.
Zynga said it has agreed to acquire the Turkish startup Peak in a $1.8 billion deal, with $900 million paid in cash and Zynga stock making up the other half. The company, which makes mobile games, said the acquisition will increase its daily base of active users by 60%.
McCann Paris created a two-minute "A reminder that you are #WorthIt" spot for L'Oreal that features brand spokeswoman Viola Davis talking directly to camera about the meaning of the brand's slogan. "The next time you hesitate before going after something you want, the next time you blush and brush off a compliment, the next time you doubt your place in the world, in the workplace, in your home or in your own skin, say these words to yourself: 'I'm worth it,' " Davis says.
Crispin Porter + Bogusky's 30-second TV spot for Hotels.com features Captain Obvious asking viewers if they can "remember places," such as a Miami Beach Resort that "has free toilet paper" or a Napa Valley B&B that "has wine that's not in a box." The ad mentions other places quarantined viewers might have forgotten and says, "With hundreds of thousands of not-your-house places all over the world, Hotels.com is the best place to book a place."
Truly Hard Seltzer is running a campaign celebrating the 50th anniversary of the New York City Pride March, which was canceled due to the coronavirus pandemic, with a Times Square billboard and is encouraging individuals on social to post using #TrulyPride for possible inclusion. The seltzer company has also teamed with GLAAD on a "Truly Proud" content series about workplace discrimination and is donating $100,000 to the nonprofit.
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